Blog
Some people see big rocks as obstacles. I move them, work around them, or build on them. I grew up on a university campus where curiosity wasn’t just encouraged, it was ambient. My father was a professor. My mother was both a teacher and a tailor. At home, ideas were debated, patterns were studied, and […]
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Last week, software provider Zoho hosted its annual ZohoDays analyst event, with several Forrester analysts in attendance. Zoho celebrates its 30th anniversary in 2026, and announced some milestones in its opening session: 1 million customer organizations, 150 million users globally, 19,000 employees globally, and over 60 apps across multiple technology markets. Zoho continues to see […]
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Digital asset management has outgrown its role as a creative team repository. In 2026, richer content demands evolving AI strategies, and rising compute and storage costs are pushing DAM buyers to reassess their needs. This blog highlights three key takeaways from Forrester’s Q1 2026 DAM Wave to help organizations evaluate modern DAM solutions and prepare for enterprise-wide content use.
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Agentic AI surged to the top of enterprise agendas in 2025. Yet while enthusiasm was sky‑high, many organizations struggled to bridge the gap between vendor vision and the practical progress that business and technology leaders expected.
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We’re seeing a spate of disruptive headlines and predictions around the demise of IT services. With the progress made by AI, specifically in software development, it’s easy to opine that traditional IT services are on their way out. This narrative is fundamentally flawed. Yes, AI-driven automation deflates the unit cost of technology work, but it […]
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Markets evolve. And when the terminology used to describe a market no longer reflects how buyers, practitioners, and vendors describe the solutions within it, it’s time to reassess. For almost 20 years, Forrester has led research in what we originally defined as end user experience management (EUEM), evaluating the market as early as 2007 in […]
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We have seen this pattern before, even if the specifics look different. Think back to the day AWS introduced GuardDuty, when Microsoft folded Defender for Endpoint into its enterprise licensing commitments and launched Microsoft Sentinel, or when Google acquired Mandiant and eventually Wiz. Sure, the launch of fully autonomous AI agents that can ingest entire […]
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B2B buying is more chaotic than it’s ever been — and buyers feel it. According to Forrester’s Buyers’ Journey Survey, 2025, 73% of purchases involve three or more departments, with an average of 13 people inside the buyer’s organization and nine from outside involved in making a purchase decision. As a result, buyers tap colleagues, communities, […]
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AI pricing isn’t something you bolt on after the product is built. It is product strategy — shaping adoption, ROI, and long-term monetization. Yet most B2B teams still treat pricing as a late-stage deliverable instead of an early design decision. This blog outlines the five dimensions every PM and marketer must consider when pricing AI […]
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What CIOs are working on, Part 4 of 4 Over the past six months of guidance kickoff conversations with CIOs and CTOs, security, cost, and value almost always surface as top-priority initiatives. Leaders know that boards and executive committees care deeply about resilience, regulatory exposure, and technology spend, yet they often lack a simple, credible […]
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Salesforce’s planned acquisition of Momentum — a revenue orchestration startup — is less about “another AI sales feature” and more about owning the highest-value input for autonomous agents, the customer conversation, and turning it into structured, actionable system data inside Salesforce and Slack. What Salesforce Is Really Buying Momentum will extend Agentforce 360 and Slackbot […]
Podcast
Our flagship podcast is on pause as we think about what comes next and how we can best bring our insights to life in an era of nonstop change.
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Omnicom enters its first earnings cycle after the IPG acquisition with scale, momentum, and unresolved operational challenges. CMOs should ignore Wall Street’s fixation on quarterly performance and instead evaluate how Omnicom plans to convert its expanded capabilities into customer growth. Despite its new size, the company still faces the same structural barriers constraining the broader […]
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Have you ever found yourself at an international airport where the announcements are in an unfamiliar language and gate changes feel constant? Even when the announcement system works properly, communication can feel ineffective. What if that unfamiliarity appeared at your home airport? You’re in the right place but can’t make sense of the setting. Marketing […]
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The Forrester Wave™: Commerce Services, Q1 2026 reveals how commerce services providers are rewriting long-standing commerce strategy playbooks and prompting business leaders to reach today’s buyers through AI-powered commerce transformations.
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In Forrester’s Partner Ecosystem Marketing Survey, 2026, 75% of partner ecosystem marketing decision-makers reported their overall technology investments will increase in the next 12 months. Among organizations already investing in a partner marketing automation platform (PMAP), 65% plan to increase their investment. Even more telling, nearly 60% of organizations not currently using partner marketing automation […]
Webinar
Join us live to learn how AI search is reshaping how buyers find and evaluate providers. Learn the moves that keep your brand visible, credible, and chosen in AI‑mediated buyer journeys.
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Many organizations run on hybrid models that were never intentionally designed. Here are three patterns that emerge in conversations with CIOs on how they plan to move toward something better.
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What We Know Workday just announced its new CEO, and, well, he isn’t really new at all. Aneel Bhusri is returning as CEO after two years as executive chair. The move follows a turbulent period for enterprise SaaS stocks, with Workday shares down more than 20% year-to-date (2026) and significantly declining since the start of 2025, […]
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The revenue enablement platform (REP) market just crossed a pivotal threshold. In the span of six months, we’ve seen two major mergers: first, Showpad and Bigtincan and, now, Seismic and Highspot, which announced their intent to combine in a move that unites two of the largest and most visible content‑native platforms in the space. This […]
